Taking the first step might seem like a big challenge, especially if you have no previous experience with PPC. But, whether you have zero experience or you’ve been doing Amazon advertising for years, one thing is for certain – you need to have a clearly defined strategy.
The first step
Apart from knowing what your goals are and what you want to achieve, you also need to have a blueprint of what are the best practices when it comes to advertising on Amazon. Information is key and it’s available now more than ever. Whatever it is that you want to know – it’s out there. There is a myriad of blogs, podcasts, Facebook groups and Youtube channels dedicated just to Amazon PPC.
We’ve decided to write this blog post to serve as a guide for beginners who wish to advertise on Amazon and here are some of the strategies that we think deliver the best results when you’re just starting out.
Creating campaigns is not that complicated – you need to set a daily budget (start small) and a bid (the maximum price you’re willing to pay when someone clicks on your ad). There are three types of ads you can choose from:
- Sponsored Products
- Sponsored Brands
- Sponsored Display
Depending on your goals, you will decide which type of ad to create. If you want to maximize sales, you might want to choose Sponsored Product campaigns. If your goal is to build brand awareness, set up a Sponsored Brands campaign, or combine all three and test out which one gives the best results for your product.
When it comes to Sponsored Product campaigns we always suggest making both Auto and Manual campaigns. Basically, the Auto campaigns will do keyword research for you. The purpose of Auto campaigns is to provide you with actual search terms people type in when they’re looking for your product or when they click on your ad.
The next step is transferring the best (converting) search terms into the Manual campaign and targeting them in all three match types (exact, phrase and broad). This way, you will have more control over them, because you can group them in ad groups and optimize their bids individually.
Great strategies to start with
As a PPC beginner, you will probably hear lots of advices on how to push your products up the ranking and improve your PPC metrics. In this blog post we’ve singled out the best strategies which will help you beat your competitors and optimize your campaigns:
ASIN Targeting Campaigns
Another effective advertising strategy is targeting competitor ASINs. Start by typing in the most relevant keywords for your product into Amazon. Find the best ranking products and target their ASINs in your Manual campaign. You can also find ASINs in your Auto campaigns, under ‘search terms’. Sort them by orders, find the ones that performed the best and transfer them into your ASIN targeting campaign.
One of the main ways to remove unnecessary spend is through negative targeting. But keep in mind that this can be your best friend or your worst enemy, since it’s tricky to decide when is the right time to completely remove a keyword and stop advertising for it. You can miss out on sales if you negate a word too soon, so it’s always best to wait for some time until you have sufficient data. If a keyword (or ASIN) has been spending for months, without generating any sales (orders), then you should put it into negative exact. If the word is completely irrelevant, you can negate it as soon as you see it.
Keep in Mind
Even though it’s important to have a path to follow, nothing is certain and testing out different options is key. Stay in touch with the latest trends and don’t stop reading about it whenever and wherever you can. There are a lot of PPC specialists who have been testing things out, so that you don’t have to make mistakes which will cost you money and time.
So, if you want to start advertising on Amazon, you should first:
- Write down your goals on a piece of paper (do you want sales, reviews, or brand exposure?)
- Do your research and read about different Amazon PPC strategies online;
- Create Auto and Manual campaigns
- Create ASIN targeting campaigns
- Utilize negative targeting
By taking these steps, you will be on the right path of improved metrics and increased sales. Don’t forget to export reports for your campaigns from time to time just to be sure that you are at the top of the optimization game.
If you are still not sure how to promote your products, contact us and we will do a FREE audit of your Amazon account in which we will point out the strong and weak sides of your strategy and advise you about the next steps.